解构与重构:圈层化视域下网络主流意识形态话语传播力提升研究

Deconstruction and Reconstruction:Research on Enhancing the Communication Power of Mainstream Ideological Discourse on the Internet from a Circle-based Perspective

在情感需求、算法技术和资本逻辑的叠加驱动下,网络场域的圈层化已成为当前网络的基本样态。圈层化背景下,圈层交互区隔化、圈层内容同质化、圈层信息泛娱乐化等问题影响着网络主流意识形态话语的传播力,使主流意识形态面临着话语主体的引导力被削弱、话语客体的凝聚力被离散、话语内容的说服力被消解的风险。应着眼于网络主流意识形态话语传播的“趣”“效”“序”“质”,嵌入“有意思”的表达方式,拓宽主流价值“领地”,营造清朗网络空间,提升网民媒介素养,进而为提升网络主流意识形态话语传播力赋能。

Driven by the superposition of emotional demand,algorithm technology and capital logic,the circle of net-work field has become the basic pattern of the current network.In the context of circle stratification,problems such as the interaction and segmentation of circles,the homogenization of circle content,and the pan-entertainment of circle informa-tion affect the dissemination of mainstream ideological discourse on the Internet,so that the mainstream ideology faces the risk of weakening the guiding power of the discourse subject,dispersing the cohesion of the discourse object,and dissolving the persuasiveness of the discourse content.It is necessary to focus on the"fun","effect","order"and"quality"of the dissemination of mainstream ideological discourse on the Internet,embed"interesting"expressions,broaden the"territo-ry"of mainstream values,create a clear cyberspace,improve the media literacy of netizens,and then empower the dissem-ination of mainstream ideological discourse on the Internet.